郎玲玲 刘峥 胡斌

摘  要：近郊乡村是城市与乡村的交接地，虽然具有靠近城市的地理优势，但是也因城市的规模效应很难拥有发展机会。为了改善近郊乡村地区的发展态势，积极发展近郊乡村产业，依据近郊乡村的地理位置优势，建立农产品食品公司。构建由农产品食品公司、零售商以及消费者之间的双渠道供应链，比较分散决策以及集中决策下的供应链最优决策并研究物流服务质量对决策产生的影响。研究发现，集中决策下的双渠道农产品价格和销售量都比较均衡，供应链整体利润也比较高，因此可以通过选择集中决策和提高网络渠道服务质量来提高供应链整体利润。

关键词：农产品供应链;近郊乡村;农产品服务;Stackelberg博弈

中图分类号：F274    文献标识码：A

Abstract： Suburban village is the junction of urban and rural areas. Although it has the geographical advantage of being close to the city， it is difficult to have development opportunities because of the scale effect of the city. In order to improve the development situation of suburban rural areas， and actively develop the rural industry in the suburbs， agricultural products and food companies are established according to the geographical advantages of the rural areas in the suburbs. This paper constructs a dual channel supply chain composed of agricultural food companies， retailers and consumers， compares the optimal decisions of the supply chain under decentralized decision and centralized decision， and studies the impact of logistics service quality on the decision. It is found that the price and sales volume of agricultural products are relatively balanced under centralized decision-making， and the overall profit of the supply chain is relatively high. Therefore， the overall profit of the supply chain can be improved by choosing centralized decision-making and improving the service quality of network channels.

Key words： agricultural products supply chain; suburban countryside; agricultural products service; Stackelberg game

鄉村振兴战略作为习总书记下达的一条重要的指示，给我国近郊乡村的发展注入了新的活力，乡村振兴战略中最为重要的战略就是产业振兴，而农业是近郊乡村最为常见的产业。随着科学技术的发展以及电子商务的普及，近郊乡村的农产品产业发展开辟了一条新的路线——互联网+模式，借助网络信息化手段增加农产品的销售渠道，提升农产品的服务质量。虽然线上的农产品具有价格优势，容易吸引消费者，但是受近郊乡村的交通便利性等因素的制约，线上销售可能会面临着物流速度等方面的问题，导致服务质量的下降。因此，本文在考虑农产品的服务质量的基础上，研究双渠道下近郊乡村农产品的决策优化问题。……